PHYSICIAN’S PERCEPTION TOWARDS CONTEMPORARY PHARMACEUTICAL ADVERTISEMENTS IN PAKISTAN

Authors

  • Abid Shahzad Sarhad University of Sciences and Information Technology, Peshawar, Pakistan.
  • Syed Gohar Abbas Sarhad University of Sciences and Information Technology, Peshawar, Pakistan.
  • Muhammad Wahab COMSATS University, Islamabad, Pakistan

Abstract

The aim of this survey research was to study the perceptions of public and private sector physicians toward Direct to Consumer Pharmaceutical Advertisements (DTCPA) with the help of triangulated study approach. Using cluster sampling technique, the primary data was collected via adapted questionnaire and, 389 completely filled questionnaires were compiled out of 400 questionnaires distributed. Data analysis was conducted in SPSS by using descriptive statistics and t-test. Results revealed that private sector physicians are more inclined towards DTCPA; they believe that DTCPA can help to improve physician patient relationship, diagnosis and treatment plans. However, self medication and undesirable interventions from patients can increase the healthcare hazards and cost. Moreover, the public sector physician’s tendency towards DTCPA is comparatively less than private sector, even though majority of public sectors physicians have also favored the stance to achieve better healthcare outcomes.

Author Biographies

Abid Shahzad, Sarhad University of Sciences and Information Technology, Peshawar, Pakistan.

PhD student 

Department of Business Administration

Sarhad University of Sciences and Information Technology, Peshawar, Pakistan.

Phone Number: +92-3005975178
Email Address: mrabid5.awan@gmail.com

Syed Gohar Abbas, Sarhad University of Sciences and Information Technology, Peshawar, Pakistan.

Associate Professor

Department of Business Adminsistration

Sarhad University of Sciences and Information Technology, Peshawar, Pakistan.

Muhammad Wahab, COMSATS University, Islamabad, Pakistan

PhD student

Department of Management Sciences

COMSATS University, Islamabad, Pakistan.

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Published

30.06.2021